Since her Alzheimer’s disease diagnosis, Bhagwant has been able to change perceptions of dementia in her community. Before, others would say she was going “pagal (mad)” when she forgot their names or lost her train of thought. They were never trying to be mean, they just didn’t understand. Awareness of dementia is very low in the Punjabi community. Bhagwant has now been able to educate others by sharing her experience, both of what dementia is and the impact her symptoms can have day to day.
Our client was working with Alzheimer’s Society to produce a short, impactful film. We were tasked with providing Director of Photography services, alongside a camera and lighting package to ensure that the high-quality visuals required by the charity would be met and surpassed.
We worked closely with our client to gain an in-depth understanding of the subject matter. We also undertook training with a professional carer to ensure that our processes on the day were considerate of both a dementia patient and the Punjab community. The film and our considerate approach have proven vital to helping Alzheimer’s Society reach areas of the Punjab community that they previously struggled to engage with effectively.
Director of Photography, Colour Grader.